This Christmas, more than half (52%) of UK shoppers aged 18–34 want to purchase more from shops with excellent environmental credentials, according to SAP. Although less than one-third (30%) of all UK customers prioritise sustainable purchasing, two-fifths (39%) of 18- to 34-year-olds are willing to pay considerably more for a sustainable product or service. Despite difficult times for consumers, rising consumer desire for stronger sustainability credentials has not slowed, according to SAP findings.
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When it comes to Christmas spending, four out of ten (40%) UK consumers prioritise food and drink. Only a quarter (27%) said they will search for used or upcycled items as gifts. A quarter (26%) believes that holiday advertising has grown depressing following the COVID-19 epidemic. Despite the present economic circumstances, two-thirds (65%) say advertisements should be more cheerful.